REPÚBLICA BOLIVARIANA DE VENEZUELA

INSTITUTO UNIVERSITARIO DE TECNOLOGÍA

“ANTONIO JOSÉ DE SUCRE”
SEDE CARACAS

Print Media

Alumna

Rosaura hidalgo

Ci:20318009

Caracas agosto, 2019

The importance of print media.

A printed media, by definition, is one that has a specific strip and its content is
based on text and images.

These may include magazines, brochures, newspapers, business cards, decals,

posters and in general all publications that are printed on paper and are intended
to report.

It is no secret to anyone that for the last 3 lustros at least, the print industry has
been most affected by the rapid integration of digitization into the daily lives of
societies. Until the end of the last century, magazines were considered essential
vehicles for advertisers in many industries, including fashion, medical laboratories,
car owners and the cosmetics industry. Newspapers, meanwhile, were a very
useful means of announcing daily promotions of supermarkets, car manufacturers
and social services by government institutions.

As the digital age entered our lives, these advertisers gradually migrated a large
amount of their print media advertising budgets to digital media or other ways that
could reach the new generations of young people who used digital platforms as
sources of information.

Hence, the print media has faced a severe crisis that has forced many to close and
disappear and survivors to move much of their content to digital platforms.
However, this migration to digital media does not necessarily mean recovering the
advertising pay they lost over time, but a mere strategy to stay in place.

The good news is that despite the drastic change in the business model for the
print press, those who have managed to focus their sales efforts properly have
been able to ensure a reasonably secure space among their readers and
subscribers. Here are some of the strategies that have been successfully used:

• Print media is highly supported when used as a complement to reinforce an

advertising strategy in time-limited promotions and in specific geographic areas.
This refers to regional newspapers or regionally circulated journals. Examples of
this are supermarkets, local stores or regional government programs.
• For industries such as fashion, cosmetics and perfume industries, fashion and
beauty magazines are undoubtedly the best means to reach the ideal target. In
various studies, in virtually every corner of the globe, the benefits of print
advertising have been proven when targeted and segmented. It is common to find
in magazines or newspapers, sachets with samples of beauty products or catalogs
and incartes for media subscribers with a large margin of positive response for
advertisers.

• Print media has also resurfaced as a major substitute or complement to social

media advertising. Interestingly, in this time when our email inboxes or even our
Facebook accounts are saturated with advertising, receiving targeted advertising
that we can touch and feel with touch is being considered a luxury.

• Using the essence of its content to reinforce the products or services being
advertised, although this strategy has always been used in specialized magazines,
I still believe that nothing equals honest content highlighting the virtues of the
announced product. This type of communication is very valid in specialized
magazines such as fashion, beauty or automotive.

Not forgetting that today the media are a persuasive tool that allow us to remain in
constant communication with the different social events, regional, cultural and
economic policies both at national and national international and the most relevant
medium is the print, this medium has been present since the 1940s having great
advances and changes since its first release to the Venezuelan market, some very
important as the way in which they were edited, through the design, as well as the
new ways in which this medium is disseminated, its periocide and technological
advances that allows journalists to carry out better quality and informative work
every day. Boni (2008) mentions that the print media:

They have the ability to selectively target certain audiences and achieve maximum
product exposure. Among the printed media are news newspapers or daily
newspapers, which are publications on paper, daily or periodic, aimed mainly at
disseminating information or news.
For this reason the print media show the greatest diversity that stands out among
other media, for example in terms of ownership and content are of greater reliability
and interest, ranging from newspapers to weekly magazines, from news
newspapers to publications for special interests, just as the newspaper is the best
presentation of the print media, this satisfies the need for news, information,
entertainment and even personal. Print media need to know its audience by then
formulating strategies by setting the product in the minds of consumers and the
newspaper achieves that goal.

Today with the advent of the internet the printed media had a bit of a disadvantage
since young people prefer to see everything through the internet and adults prefer
to get it physically and printed, and for this reason today a newspaper not
necessarily we must obtain it in print because at present we can get it in digital
format either for a cell phone, iPod, Tablet or some type of device that supports an
electronic document format or just an "online" version. Having consumers change
their reading habits, generating an evolution in journalistic activity due to
technological advancement, but in turn having a very drastic change for the printed
medium. Marín (2005) on the above mentioned proposes that:

Young people, while not buyers of daily newspapers, encourage their purchase.
This is how newspapers have the challenge of capturing or maintaining that market
in this digital age, i.e. young people tend to use another means of information and
not print media. The advantages of digital media over print are widely known,
mainly for receiving the news minutes after a fact has happened is the most
captivating thing for the reader.

Considering that beyond the competition between the type of source of information,
there is a greater problem, related to the replacement of print media by digital
media, due to the qualities that certain segments possess, so we owe ask if the
future of the printed medium is endangered, because of the advantages that the
newspaper has now, such as the one that we can transport it very easily, is
practical and comfortable, since it can be stored on devices that do not save much
space if it is we're talking about carrying objects with us. Another point that I think is
of great importance is that in these new editions of newspapers you save a lot of
paper even when it is recycling. And I think the strongest point is the high speed of
updating the news, whether cultural, sporting, economic or any subject, since with
these digital versions are in a constant change of information. Andrea Andreas
Schoo, manager of Bauer Media Group, believes that "the printed medium is more
alive than ever", opposing the general opinion expressed at the 2010 Deutscher
Medienkongress media conference. Which I think:

The form is a means of mass communication and the number 1 medium for the
target audience. Many print media continue to reach large audiences; and the
specialized media allow certain groups of readers to be approached.

I, for my part, believe that print media is a means of communication that cannot
be forgotten over time despite new technologies there are still people who prefer to
read their newspaper in print, even though young people prefer it in a dig way Ital
we should only take into account that information is the most important and never
let technology overshadow the most important means of expressing information as
is the printed medium.